art of experiential design

THE SCRIPT
Three

European Tour

SUMMARY

We were commissioned by Mirrad and the Script with creating 7 videos expressing remarkably different emotions for the Scripts sell-out tour: Three. We created 2 films, 2 stop-frame animations, 3 3D animations.

DETAIL

Our design process centres around researching the band’s music, how they perform live, creating storyboards, animating, filming, colour grading until we go live at the rehearsals. We constantly test all the media on the Ai Media Servers to preview the show to ensure that the entire structure and its content has an impact before we present back to the client. Our tight design process where everything is considered with the audience’s perception and experience being a paramount consideration.

The band has a fresh, personal feel to their shows. They wanted for the films to be humanist and seem familiar to the individuals in the crowd; tender moments, uncomfortable moments, suspense, floatiness.

This type of humanist perspective is important to bands like The Script who believe that at the heart of their success is an ability to relate to its audience. Towering LED screens, although they produce a spectacle, can be alienating and cold. Immersive prides itself on having such a precise understanding of stage technology that it does not get caught the common error of serving the spectacle of the technology rather than the brief of the client. Immersive storyboarded, directed and produced all the videos. All the videos pick up on keywords in the spoken lyrics. The intro focuses on key moments in history. There is a sense of journey. It is very contemplative and thought-provoking, yet dreamy because of the lighting colour palette.

Throughout the show, we created a composition that would place the band inside the scene, like watching them perform inside a movie set. The lights and movement will create a hyper-reality in which the band is immersed.

For 6 degrees, the video is a journey through the process of identity using memories evoked by a found object; the camcorder. It played with point of view and created visual tension, shadows, silhouetted figured, to evoke emotions following the music and lyrics. There are clear conflicts and drama in song with dark suggestions.

Nothing is a first-person story of the lyrics; a series of confessions. It led us to sketch out visuals that support the meanings and situations without being overly literal. We expressed emptiness (nothing) by creating a series of environments, spaces that are both real (photographic) as well as projections. Visual surprises kept the visual language from becoming predictable; contrasting scales, photographs, and textures, light, and shadow kept the video vivid and dynamic.

Hall of Fame is a narrative film. It follows a man running up a mountain and documents his every struggle against his physical and mental limitations. Although it is centred around one man’s struggle, it is visually also an exploration of a vast cinematic landscape. The impact of the film is the immense power of a man determined to succeed against the indestructible and ever-present force of nature at its most raw a mountain. The off-road paths test his resolution but he perseveres.

Science and Faith is about a world of chemical reactions, swirling particles and electrical arcs. Two figures are drawn toward each other, a rippling electrical charge pulling them together, then a burst of sparks and vapour breaks them apart again. Organic, chemical and celestial all come together in a huge swirling collage in the song’s climax. Atmospherically we reference: dark backgrounds, graceful figures, slowed down time, and watercolour and oil painting textures.